As we move forward into post-pandemic retail this year the return of the customer to the store has created an opportunity we haven’t seen in years. Today’s consumer is more excited than ever to shop in person, touch and feel merchandise, try on clothing, sample consumer electronics and to do comparison shopping in-store over online. This excitement has created a great opportunity for brands to fully accelerate their in-store retail experience efforts in order to capture the hearts and minds of consumers. But before we execute anything in-store we should always keep 5 things in mind to keep us on track and on target.

Stay on Brand

One of the most important things that we must keep in check as brand ambassadors at retail is to make sure that our in-store execution is an extension of the brand we are working with. Procurement and construction departments must be absolutely aligned with marketing for this to happen right. There is no sense in getting a fixture manufactured or a store-in-store space designed and built without the sign off from marketing to make sure it looks and feels the way it should in conjunction with the brand’s identity standards. Whether it be a counter-top display, headphone demo unit or a clothing rack, so often this crucial stage of retail execution is overlooked when it can help guide the design and manufacturing of display units to work better for a brand. Always make sure that the industrial design of your display is a direct reflection of the brand’s identity.

Be Impactful

Make sure the first 3 seconds and the last 3 feet of the customer’s journey of your brands in-store execution is exciting, engaging and easy to digest. Break down the verbiage in small bites throughout your execution, be informative but not overwhelming. Blend in yet stand out. Make sure that the materials used are right for the environment as well and robust enough to withstand the abuse of the wears of retail.

Create An Elevated Experience

Tell your brand’s story with style and class so that the brand is elevated to a higher perceived value to the consumer, staying on brand every step of that journey. This is a classic tool going back to the early days of retail marketing that still rings true to this day. Deliver the message in a way that makes it stand out from the other brands on shelf. Sometimes in this process you have to “zig” when the others “zag” to stand out and that too can give you another competitive edge.

Embrace Omnichannel

There are so many cost-effective digital tools to help brands thrive at retail, yet many brands and retailers still fail to use them. Whether it’s a QR code taking you to a landing page with an exclusive offer, an augmented reality experience attached to a particular product or just a clever social media campaign on Instagram. The combination of both in-store execution backed by clever digital tactics will allow you to truly win at retail.

Refresh, Rinse, Repeat

Never let your in-store experience go stale, especially for larger executions. Often the more we spend up front on an in-store experience area, the less attention we pay over the course of time and that’s a huge mistake. Take every opportunity available to update graphics to reflect new product offerings, reskin faded signage, replace dead LED lights and update info cards whenever a product is switched out. Keep it fresh and it will never get old.

Retail is back and so are new and exciting opportunities to win over the consumer in all kinds of spaces and executions. Keep the 5 basics in mind when planning your next rollout and you are sure to succeed out there. Good Luck! 

Shawn Hall has been a designer, entrepreneur and retail strategist for over 25 years. He is currently the VP of design and sales at Holman Inc. in Toronto, Ontario where he designs and builds retail displays, fixtures, experience areas, stores and trade show booths for a number of high-profile clients.